Tibarumal Jewels Evolves with Lab-Grown Diamond Launch Elevé Diamonds

Tibarumal Jewels, a distinguished South Indian fine jewellery brand, has announced a significant strategic move into the lab-grown diamond market with the launch of its new label, Elevé Diamonds. This expansion marks a pivotal moment for Tibarumal Jewels, signifying a deliberate shift from its established heritage brand identity to embracing the contemporary and global jewellery landscape.

According to Trishank Gupta, co-founder and managing director of Elevé Diamonds, the new venture originated from a desire to continue serving the community that has long placed its trust in Tibarumal Jewels. He elaborated that Elevé has organically evolved into its own distinct brand, standing as a testament to the century-old name, tradition, and unwavering commitment to quality synonymous with Tibarumal. Gupta, who grew up immersed in the world of jewellery, expressed his aspiration to create something fresh and meaningful. Elevé, he explains, perfectly embodies this vision, harmoniously blending heritage with modern style to connect with today’s generation while profoundly honouring the past. In essence, Elevé is not merely a continuation of family tradition, but an active elevation of it.

Based in Hyderabad, Elevé Diamonds has made an impactful debut by opening flagship stores in key locations including Kokapet, Kompally, and Warangal. The brand has ambitious plans for further domestic expansion, with more locations slated to open in the near future. Looking ahead, Elevé Diamonds is set to expand internationally next year, aiming to build a robust global presence and establish itself on the world stage.

Prajay Maganlal, CEO of Elevé Diamonds, articulated the brand’s philosophy on modern luxury. He stated, “Luxury today isn’t about indulgence, it’s about intention.” Maganlal observes this principle daily in their customers, who seek beauty that not only looks good but also feels good. At Elevé, the traditional experience of a family jeweller has been thoughtfully reimagined, merging foundational values of trust and warmth with exquisite design and cutting-edge modern craftsmanship. Every collection is meticulously crafted to foster a deeper, more personal connection with the jewellery, making it effortlessly accessible and celebrating both its intrinsic brilliance and the conscious choices behind its creation.

Elevé Diamonds leverages advanced CVD (Chemical Vapor Deposition) technology to cultivate its lab-grown diamonds, all of which are meticulously IGI-certified, ensuring authenticity and quality. The brand strategically targets the accessible luxury segment of the market, offering sophisticated pieces that combine aspirational design with ethical sourcing. Its debut collections include ‘Nizam’ and ‘Victorian Polki,’ showcasing a blend of traditional inspiration and contemporary appeal tailored for the discerning modern consumer.